Young, Richard O.
Persuasive communication : how audiences decide / Richard O. Young. - Second edition. - xiii, 464 pages : illustration ; 26 cm
Previously published in 2011 under title: How audiences decide.
Includes bibliographical references and and indexes.
UNDERSTANDING RATIONAL DECISION MAKING. Audience Decision-Making Expertise -- Types of Audience Decisions -- Cognitive Processes in Audience Decision Making -- Aids to Audience Decision Making -- UNDERSTANDING INTUITIVE DECISION MAKING. Heuristics and Biases in Audience Decision Making -- Person Perception in Audience Decision Making -- UNDERSTANDING EMOTIONAL DECISION MAKING. Emotions in Audience Decision Making --
This book offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, business communication research, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences - from investors to CEOs - to help students better understand why audiences make the decisions they make and how to influence them. The book covers a broad range of communication techniques, illustrated with examples, including resumes, speeches, and slide presentations, to help students recognize persuasive methods that do, and do not, work. A detailed analysis of the emotions and biases that go into decision making arms students with insights into human behavior and helps them apply this understanding with various decision-making aids.
College of Business and Accountancy Marketing Management College of Arts and Sciences Bachelor of Arts in Communication
Text in English
9781138920361 (hbk) 9781138920378 (pbk)
2016019727
Business communication--Psychological aspects.
HF5718 / .Y686 2017
658.45 Y84 2017
Persuasive communication : how audiences decide / Richard O. Young. - Second edition. - xiii, 464 pages : illustration ; 26 cm
Previously published in 2011 under title: How audiences decide.
Includes bibliographical references and and indexes.
UNDERSTANDING RATIONAL DECISION MAKING. Audience Decision-Making Expertise -- Types of Audience Decisions -- Cognitive Processes in Audience Decision Making -- Aids to Audience Decision Making -- UNDERSTANDING INTUITIVE DECISION MAKING. Heuristics and Biases in Audience Decision Making -- Person Perception in Audience Decision Making -- UNDERSTANDING EMOTIONAL DECISION MAKING. Emotions in Audience Decision Making --
This book offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, business communication research, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences - from investors to CEOs - to help students better understand why audiences make the decisions they make and how to influence them. The book covers a broad range of communication techniques, illustrated with examples, including resumes, speeches, and slide presentations, to help students recognize persuasive methods that do, and do not, work. A detailed analysis of the emotions and biases that go into decision making arms students with insights into human behavior and helps them apply this understanding with various decision-making aids.
College of Business and Accountancy Marketing Management College of Arts and Sciences Bachelor of Arts in Communication
Text in English
9781138920361 (hbk) 9781138920378 (pbk)
2016019727
Business communication--Psychological aspects.
HF5718 / .Y686 2017
658.45 Y84 2017
